Tech giant Asus has sent shockwaves through the smartphone industry by announcing it will discontinue adding new mobile phone models. Chairman Jonney Shih revealed this major shift at the company’s 2025 year-end gala in Taipei on January 16, 2026. The decision effectively pauses future releases of popular lines like Zenfone and ROG Phone, as Asus redirects resources toward artificial intelligence and other emerging technologies. This move highlights changing priorities in the tech world and raises questions about reduced options for consumers searching for unique smartphones. So, read ahead to know everything about this latest development.
Asus discontinues mobile phones: Shih’s Direct Statement Ends Speculation
Asus Chairman Jonney Shih clearly stated during the event: “Asus will no longer add new mobile phone models in the future.” This confirmation puts an indefinite hold on new smartphone launches, starting with no releases planned for 2026.
Also Read: How Gaming Phones Like Asus ROG Phone 8 Perform in Resale Markets
The news impacts two key series:
- Zenfone: Known for compact, premium designs with clean software
- ROG Phone: Popular among gamers for high-performance features like advanced cooling and triggers
Many reports describe this as Asus discontinuing mobile phones altogether, though the company leaves a small door open for potential future returns. The announcement ends months of rumors about the brand’s struggling smartphone division.
AI Pivot And Ongoing Support
Asus chooses to focus on booming sectors like AI servers, commercial PCs, robotics, and smart glasses. The company reports impressive 26% revenue growth in 2025, largely driven by AI products.
Furthermore, Shih emphasises “ubiquitous AI” as the future, redeploying smartphone teams to these areas. Good news for current owners: Asus promises to maintain support, including:
- Regular software updates
- Warranty services
- Technical assistance
This strategic change reflects a saturated smartphone market dominated by giants like Samsung and Apple. Asus discontinues mobile phones to chase high-growth opportunities in AI, potentially reducing diversity in gaming and niche smartphone segments.
The tech community reacts with disappointment, as Asus offered innovative alternatives. Stay updated for any official changes from the company.
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